The Effect of Experiential Marketing and Experiential Value on Customer Loyalty of Coffee Shops in Mataram City Through Satisfaction as a Mediation Variable

International Journal of Social Science Research and Review

Hurun Pathiya Ainy¹  Baiq Handayani Rinuastuti¹  Raden Hamidi¹  Handry Sudiartha Athar¹ 

[1] University of Mataram;

关键词: Experiential Marketing;    Experiential Value;    Customer Satisfaction;    Customer Loyalty;   

DOI  :  10.47814/ijssrr.v5i3.176

来源: DOAJ

【 摘 要 】

There are many things that can influence customer’s loyalty. This study aims to analyze and determine the significance of the influence of experiential marketing and experiential value variables on loyalty and mediated by satisfaction at a coffee shop in Mataram. The type of research used is associative research. The population in this study were visitors of coffee shop in Mataram. The number of samples is 180 people and data analysis using SEM (Structural Equation Modeling)-PLS. The results showed that experiential marketing and experiential value had a direct effect on loyalty and had a significant effect through satisfaction. Experiential Value and Experiential Marketing Variables on Loyalty are quite often studied but there are only a few mediated by satisfaction. Therefore, future researchers can test this further by considering various other factors and also with different research areas

【 授权许可】

Unknown